The story is told of a military general who in the face of defeat sacrificed his son so that the gods would grant him victory. After this painful act, the enemy forces retreated and were never heard from anymore.
While I am no way supportive of sacrifices of this kind, I would readily approve going the extra mile for the customer.
Review the product, improve customer service, overhaul redundant machine or simply listen to the customer. Don’t wait until the ‘enemies’ are at the gates.
By the way, you should do this before the competition does.